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Crisis Management in Social Media: The Importance of Social Media and How Companies Utilize Social Media in Crisis Situations

机译:社交媒体中的危机管理:社交媒体的重要性以及公司在危机情况下如何利用社交媒体

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摘要

The purpose of this thesis is to gain an understanding of the way in which social media influences corporate crisis communication by analyzing a corporate crisis occurring in the social sphere. Individuals' reactions to the crisis before and after the company's response are examined to detect any differences among them. Strategies suggested by professionals are compared to the company's response to uncover any potential differences. Specifically, whether adoption of the professional's strategy might have resulted in different outcomes. The study discovered that there was indeed a difference in reactions from the initial viral video to the reactions on the company's response video. It is a possibility that the company's strategy was a catalyst in the changes that occurred in the reactions. Keywords: Social media, YouTube, corporate blog, FedEx.
机译:本文的目的是通过分析社会领域发生的公司危机来了解社交媒体对公司危机沟通的影响方式。在公司做出回应之前和之后,对个人对危机的反应进行检查,以发现他们之间的任何差异。将专业人员建议的策略与公司的响应进行比较,以发现任何潜在差异。具体而言,采用专业人员的策略是否可能导致不同的结果。研究发现,从最初的病毒视频到公司响应视频的反应确实存在差异。公司的策略很可能是反应中发生的变化的催化剂。关键字:社交媒体,YouTube,企业博客,FedEx。

著录项

  • 作者

    Southorn, Isabell.;

  • 作者单位

    Hawaii Pacific University.;

  • 授予单位 Hawaii Pacific University.;
  • 学科 Communication.;Mass communication.;Web studies.
  • 学位 M.A.
  • 年度 2015
  • 页码 79 p.
  • 总页数 79
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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